Big News: Amazon Ads' Major Shift to Custom Images in 2024!
AMZ Pathfinder
We help great brands scale with Amazon advertising | Amazon PPC Management | Amazon DSP Services | Amazon Store Builder
Hot off the Amazon Grill???
Best strategies and practices when managing ads for large SKU catalog
Do you struggle with questions like, 'Which of my numerous products should I prioritize in my PPC campaigns?' or 'How can I structure my campaigns for maximum efficiency with so many SKUs?' Perhaps you're asking, 'How do I allocate my budget across a vast product range without sacrificing performance?'
Recently, I had the opportunity to engage in an insightful discussion with Malgorzata Kaszkur from Global Sellers. During this exchange, we delved into the complexities that Amazon sellers face with large SKU catalogs. I provided in-depth insights and effective strategies tailored for managing extensive product ranges. Our dialogue encompassed key aspects such as identifying which products to focus on in PPC campaigns, optimizing campaign structures for better management, refining naming conventions for clarity, and strategically distributing budgets across a diverse range of products.
To gain insights into these critical areas and more, click on the video link for a full exploration of our discussion. Perfect for any seller seeking to master PPC for a large inventory!
Nerd Lounge???
Big changes to Sponsored Brands starting on January 31st
Amazon gave us one last “gift” just before the holiday season wrapped up. You’ll want to know about this one! Apparently, Amazon has New Year's resolutions like anyone else and decided a change was needed ??
Amazon is making an important change that will go into effect on January 31st. All new Sponsored Brand campaigns using the product collection ad format built after that date will require a custom image. The product collection format is the classic “3-pack” version of SB that has for years made up the majority of campaigns that you see on the Amazon marketplace when browsing and searching around. It's the oldest and easiest SB format to create, and it's probably the one you know the best and identify as “Sponsored Brands” when you see it. Any existing Sponsored Brand campaigns using this ad format have until the 31st of May to add a custom image, or they’ll simply stop serving.
You might be wondering, “What should I do?”
Our advice is to check all of your SB campaigns and make a list of those that require a custom image to be added. Then, simply create and add images to each campaign, keeping track of the changes. We prefer high-quality lifestyle images for this purpose, but you can use the AI image generation feature built right into the interface or have Amazon pull images from your store page if you are directing shoppers there. You should make these modifications ahead of the May deadline so you aren't surprised to find some of your campaigns suddenly not spending. One potential short-term impact of this change could be a sudden decrease in aCPC in early June when thousands of accounts managed by less vigilant ad managers suddenly halt!
This change signals that Amazon is, in 2024, making a conscious effort to level up ?? the general appearance of their marketplace by eliminating stale SB campaigns and changing them into campaigns that bring something to the table besides just product images, which is what MOST of Amazon already looks like.
One point of caution: despite it being very easy to swap out creative with existing SB campaigns, the reality is that changing the creative in a campaign WILL change its performance. Even with those vintage Sponsored Brand campaigns you’ve been running at a great ACoS% for years, Amazon is forcing your hand on May 31st.
Save The Date???
Amazon Biznes KNOW-HOW Conference (January 12-13, 2024) in Warsaw, Poland, UK
Learning and success in the air? If that’s what you’re craving, the Amazon Biznes KNOW-HOW conference is almost here! The event will be spearheaded by speakers who swear to throw theory out of the window and help you look at Amazon advertising from a whole new perspective. So, whether you're just stepping into the Amazon arena or you're a seasoned pro, this is a great event to kick-start your year. I’ll be in Warsaw to share what we’ve learned about? Display Advertising on Amazon, which will help you get your head around this increasingly important ad format.?
Join me on this two-day journey that’s going to be a great learning experience with opportunities for networking and growth. See you there!
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Amazon Trending Tidbits???
Shein and Temu - Marketplaces With No US Sellers
Shein and Temu, China's e-commerce juggernauts that have appeared out of nowhere, are reshaping the U.S. market with astonishing speed. But here's the kicker: They're almost exclusively the domain of Chinese sellers, and now they're eyeing YOU!?
Shein's U.S. venture, launched with thousands of Chinese sellers, is eagerly seeking to integrate U.S. sellers. Temu, with its AliExpress-inspired model, boasts a seller base of over 100,000—all from China. They have shown less interest in inviting U.S. businesses to the party. Their staggering growth, with billions in sales (and billions invested in aggressive marketing), might open a door for savvy Amazon sellers like you to tap into an untapped market. But with their focus on low prices, is the model sustainable?
Amazon Prime Video will start showing ads on January 29th
Starting January 29th, Amazon Prime Video is introducing ads to its streaming service. But here's the twist that matters to you: the ad space will be less crowded compared to other platforms, offering a unique chance for your products to shine!
Why is this a game-changer for you? As a seller or advertiser on Amazon, this development unlocks a new realm to showcase your products. You get to tap into a massive audience of Prime members who are already inclined towards making purchases. It's not just adding ads; it's about strategically placing your brand in front of engaged viewers without overwhelming them.
The best part? Your potential customers won't be bombarded with ads like on regular TV or other streaming services. This means your ads are more likely to stand out and make an impact. Plus, Prime membership costs stay the same, with an option for viewers to upgrade to an ad-free experience.
Don't miss out on leveraging this fresh avenue for your Amazon business. Dive into the details here and start crafting winning strategies to amplify your presence and sales on Amazon with this new advertising opportunity.
Thank you for reading!
- Brent
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